A mum was horrified when she read the label of a kids’ bra, which claimed it provided a “smooth shape” and tackled “imperfections”.
Florence Braud, from France, took a photo of the label from the underwear brand DIM and shared her frustrations on Twitter.
“’Erase imperfections’ and ‘provides a smooth shape’… For a bra 70A in the children’s department…” she wrote.
Braud’s tweet on Friday 2 September 2016 was retweeted nearly 400 times in four days.
Others also commented on the wording of the label on Twitter and tagged the brand @DIMParis to get an answer from them.
One woman wrote: “Not having a big chest at 12 years (and beyond) is not an imperfection, this is normal.”
Another wrote: “@DIMparis Thank you for teaching girls that their breasts are ‘imperfections’.”
The brand replied to some people on Twitter explaining what it meant by the word ‘imperfections’: “It’s for comfort and wellbeing, they want to be able to trust a bra.”
DIM also wrote: “Our feedback surveys show some adolescents can be shy at the start of wearing training bras.”
A spokesperson from DIM told BuzzFeed News: “When we said imperfections, we meant clothing and non-physiological imperfections.
“This is to erase imperfections materials – folds, overlays, etc. – to make the product smooth and harmonious under clothing.”